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Paul Rouke

In that
article I was specifically looking at the checkout processes of a variety
of retailers, and in particular whether or not they have enclosed (or in other words
removed site wide elements and distractions to focus the user) the process.

In this article I have revisited the retailers who featured in this
article to see which of the retailers who didn’t enclose their checkouts then are now using this approach .

Enclosing the checkout is an approach I almost always
recommend my retail clients adopt as a primary way of improving their
checkout funnel conversion rate.

What constitutes usability best practice for e-commerce? In fact, what makes something/anything ‘best practice’?

I’m the first one to say that I regularly refer to ‘usability best practice’ and best practice is certainly a phrase used often enough by Econsultancy. I thought it would be worth starting a discussion on what you think when they hear this term, and what you feel justifies having the label ‘best practice’.

Now with our economy firmly in a recession, most retailers no longer have the types of budgets available to replatform. Instead, 2009 will be a year for improving their existing platforms, trying to increase conversion rates, average order values and returning visitor numbers.

So with this primary drive to improve performance, are retailers doing all that they can? Are retailers following best practice to help more visitors complete the buying process, and are retailers removing usability barriers to ensure that in such competitive times visitors aren’t encouraged to find reasons why they shouldn’t complete their purchase?